• The Journal of the Korea Contents Association
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• v.20 no.2
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• pp.150-161
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• 2020

Generation Z(Gen Z), which is referred to people in their late teens to early 20s, becomes one of new major consumer groups in the society. More than 80 percent Gen Z use YouTube content as a main information channel. In this study, we investigate what kind of factors make Gen Z immersed when watching YouTube content. In the background study, we examined immersion and set the cognitive conditions of immersion as reality, fascination, control, and driving as a framework for analysis of case study. In the case study, we analyzed the most popular YouTube channels of each category among the Gen Z with the established framework and then identified 3 main factors: reality, 5 senses, and unpretentiousness and 8 characteristics of them. By conducting survey with Gen Z, we wanted to verify the validity of the characteristics and find out the difference among categories. Subjects answered on a five-point scale how the characteristics of each immersion factor corresponded to their favorite channels. As a result, seven characteristics: 1) familiarity of background, 2) reality of acting, 3)familiarity of material, 4)YouTubers' appearance and 5) voice, 6)multi-sensory, and 7)YouTuber's ability to resemble viewers influenced more than 50% of users' immersion. Although there was no significant difference among categories, the familiarity of the material and the five senses stimulus (YouTube's appearance, voice, audiovisual and surrogate taste) were the most important factors in the entertainment category.

• Journal of the Korea Convergence Society
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• v.11 no.10
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• pp.197-205
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• 2020

The present study analyzed the effector that has an influence on continuance intention to use YouTube that is a prime platform to distribute visual contents. Whether the dispersion of information communication technology succeeds or not is determined by a more extent which user uses active and continued than adopts fast. From this point of view, we employed partial least square(PLS) path modeling to analyze structural causality among constructs in the post-adoption model(PAM). As a result, all paths given in PAM except for the path 'confirmation-satisfaction' were validated. Especially, confirmation mediated with satisfaction than perceived usefulness has a more effect on continuance intention. Finally, we described the limitation of the present study and the suggestion for future research.

• The Journal of the Korea Contents Association
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• v.21 no.2
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• pp.652-666
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• 2021

This study explores diffusion of information on Covid-19 relating to China on You Tube. For this, information on Covid-19 relating to China was divided into factual information and disinformation, with factual information being categorized into positive and negative information. According to network analysis, there are lots of negative information and disinformation. On the contrary positive information is rare. There are lots of videos about rumor on the leak of Wuhan institute among disinformation. Rumor on the manipulation of genes has the highest average value of view count and betweenness centrality. Main stream youtube channel has only role of messenger which delivers messages as it is instead of fact-checking on disinformation. The fact which there are much more negative information or disinformation among videos about Covid-19 relating with China shows that Youtube users skewed toward negative information and disinformation than positive ones. In summary, disinformation on youtube brings spreadable effect by making user watch similar contents.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.479-487
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• 2022

This study divided video content of current representative YouTube channels on Chinese language education into internal and external elements for analysis. By examining these channels, this study found that they have various external and internal elements. In addition, YouTube classes also have certain distinct characteristics that are non-existent in traditional classroom or face-to-face classes, and show potential to serve as a new educational medium that can fill the gaps in existing classroom classes. However, a large number of these channels still have problems with their internal and external elements, which seem to require not only the effort and attention of the instructors creating the videos, but also considerable time and human and material resources.

• Journal of Distribution Science
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• v.19 no.4
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• pp.25-35
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• 2021

Purpose: This study aims to analyze the factors affecting customer satisfaction in the customer reviews of omni-channel, posted on Internet blogs, cafes, and YouTube using text mining analysis. Research, data, and Methodology: In this study, frequency analysis is performed and the LDA (Latent Dirichlet Allocation) is used to analyze social big data to respond to reviewers' reaction to the recently opened omni-channel shopping reviews by L Shopping Company. Additionally, based on the topic analysis, we conduct a sentiment analysis on purchase reviews and analyze the characteristics of each topic on the positive or negative sentiments of omni-channel app users. Results: As a result of a topic analysis, four main topics are derived: delivery and events, economic value, recommendations and convenience, and product quality and brand awareness. The emotional analysis reveals that the reviewers have many positive evaluations for price policy and product promotion, but negative evaluations for app use, delivery, and product quality. Conclusions: Retailers can establish customized marketing strategies by identifying the customer's major interests through text mining analysis. Additionally, the analysis of sentiment by subject becomes an important indicator for developing products and services that customers want by identifying areas that satisfy customers and areas that evoke negative reactions.

• Journal of Digital Contents Society
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• v.17 no.5
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• pp.307-316
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• 2016

A user usually gets the same suggesting results as everyone else in most of the multimedia social services, nowadays. To address the challenging problem of personalization in the social network, we propose a method which exploits user's activities, user's moods, and user's friend relationships from the social network to build a decision-making system. Depending on a current state of the user's mood, this system infers the most appropriated video for the user. In the system, the user evaluates a set of the given recommendation methods which extract from the user's database social network and assigns a vague value to each method by a weight. Then, we find the fuzzy collection solution for the system and classify the set of methods into subsets, and order the subsets based on its local dominance to choose the best appropriate method. Finally, we conduct an experiment using the YouTube API with a lot of video types. The experiment result shows that the channel recommendation system appropriately affords the user's character, it is more satisfying than the current YouTube based on an evaluation of several users.

• The Journal of the Korea Contents Association
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• v.15 no.6
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• pp.24-32
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• 2015

The global success of PSY's Gangnam Style was mediated through combination of YouTube and SNS. PSY's success led into some communication scholars' consideration of new international circulation of Korean pop culture (Korean Trend 2.0). In terms of global circulation of pop culture, it is noticeable how users appropriate YouTube channel beyond mere watching music videos and mere international circulation of Korean pop culture. The mode of fan's activity and appropriation contributes to the expansion of the width and amplification of the volume of Korean popular culture as well. The circulation of pop culture was considered in the level of exchange of tangible commodities such as CD, DVD, and so on until the adoption of digital media and Internet. YouTube has brought new mode in which the international circulation of pop culture is mediated without exchange of tangible commodities but was amplified with the diffusion of network. This study grasps how the mode of users' appropriation contributes to international circulation of pop culture through case studies of some K-pop music videos and international K-pop fans' tribute activities. In terms of theoretical perspective, fandom studies will be examined. In terms of research method, the researcher adopts netnography, a participatory observation on network, to find the feature of fandom and its contribution to the international circulation of pop cultures.

• Journal of Korea Multimedia Society
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• v.20 no.1
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• pp.1-9
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• 2017

Explosive deployment of smart mobile devices such as smart phones, and tablets along with expansion of wireless internet bandwidth have enabled the deployment of mobile video streaming such that video traffic becomes the most important service in wireless networks. Recently, for more efficient video streaming services, the ISO MPEG group standardized a protocol called DASH (Dynamic Adaptive Streaming over HTTP) and the standard has been quickly adopted by many service providers such as YouTube and Netflix. Despite of the convenience of mobile streaming services, users also suffer from low QoE(Quality of Experience) due to dynamic channel fluctuations and unnecessary downloading due to high churning rates. This paper proposes a noble efficient video rate selection algorithm considering user buffer level, channel condition and churning rate. Computer simulation based performance study showed that the proposed algorithm improved the QoE significantly compared to a method that determines the video rate based on current channel conditions. Especially, the proposed method reduced the rebuffering rate, one of the most important performance factors of the QoE, to a nonnegligible level.

• The Journal of the Convergence on Culture Technology
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• v.7 no.3
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• pp.523-528
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• 2021

Current YouTube recommends similar contents to users based on the contents they actually consumed. Due to the feature of these algorithms, users are well recommended for contents in similar fields, but it is difficult to be recommended contents in fields that have never been consumed. There is a limit to being widely recommended for videos. I want to solve this problem by utilizing crowd sourcing. I propose a platform that can be recommended for various channels, through direct participation of the public people using youtube. Users can be recommended a variety of channels, communicate with people in the channel discussion room, and at the same time generate revenue by recommending channels. I hope that this platform can be used in various crowd sourcing-based recommendation platforms.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.23 no.11
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• pp.1321-1329
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• 2019

With the development of social information networks, the marketing methods are also changing in various ways. Unlike successful marketing methods based on existing celebrities and financial support, Influencer-based marketing is a big trend and very famous. In this paper, we first extract influencer features from more than 54 YouTube channels using the multi-dimensional qualitative analysis based on the meta information and comment data analysis of YouTube, model representative themes to maximize a personalized video satisfaction. Plus, the purpose of this study is to provide supplementary means for the successful promotion and marketing by creating and distributing videos of new items by referring to the existing Influencer features. For that we assume all comments of various videos for each channel as each document, TF-IDF (Term Frequency and Inverse Document Frequency) and LDA (Latent Dirichlet Allocation) algorithms are applied to maximize performance of the proposed scheme. Based on the performance evaluation, we proved the proposed scheme is better than other schemes.